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Read the latest brand insights and perspectives from our experts. We dive into topics such as planning for rebranding, how to optimize your brand and marketing operations, building a rebranding budget that works for your organization’s financial needs, and more. Thirsty for even more best practices for brand change? Subscribe to receive our brand insights by email, and you’ll never miss out on the latest thinking.

Webinar: Marketing success in 2021: Strategic moves CMOs are making

Friday, January 29, 2021 | BrandActive

Marketer's Brand Implementation FAQs

Nobody saw 2020 coming. As we collectively continue to learn and adapt through the global pandemic and the results of the US election, businesses need to find ways to survive – and thrive – in the face of this uncertainty. Regardless of the industry, 2020 put new pressures on marketers. In many …

CMOs: 7 keys to rebranding success in 2021

Monday, January 11, 2021 | Philip Guiliano

Brand Trends and Predictions Marketer's Brand Implementation FAQs Rebrand Implementation Strategy

To say the least, no one saw 2020 coming. As the ground shifted beneath everyone’s feet, most organizations were forced to focus on survival. The priority became short-term problem-solving –For much of the year, your primary goal may simply have been to respond to each new challenge as it arose.…

How (and why) to centralize your healthcare organization’s marketing operations

Monday, December 21, 2020 | Nicole Kemp

Brand and Marketing Operations Healthcare Providers and Insurance Brand Implementation

Over the last two decades, the healthcare industry has been in a state of rapid, acquisitions-fueled growth. This trend toward consolidation has been excellent for business, but it has resulted in highly decentralized and site-specific marketing operations. The impact is that many healthcare brands …

Consumer trust in financial services peaked in 2020. Here’s how to protect those gains in 2021

Thursday, December 17, 2020 | Philip Guiliano

Financial Services Brand Implementation Marketer's Brand Implementation FAQs

Financial services firms like yours work hard to earn and keep the trust of your customers. But consumer trust isn’t just the product of your customer service and marketing efforts. It fluctuates with the times. And in times of crisis — including financial downturns, political instability, and t…

New expectations: brand and marketing operations

Wednesday, December 9, 2020 | Philip Guiliano, Ian Kaplan

Brand and Marketing Operations Brand Trends and Predictions Marketer's Brand Implementation FAQs

As a culture we have decided on a thing called time, and we’ve agreed upon an annual calendar that has an end – and in turn – a new beginning. It isn’t as if the calendar hits January 1 and all of the challenges of 2020 miraculously go away. And yet – many of us find comfort, optimism, and…

Products & packaging evolution is inevitable — are you poised to rebrand and go to market quickly?

Friday, November 20, 2020 | Laura Hughes

Rebrand Implementation Strategy

Your organization’s products are the heart and soul of your business—so updating your products and packaging is a major undertaking. In a robust and growing organization, products and packaging changes are all but inevitable. That’s true whether you pursue an M&A-driven rebrand, adjust you…

You need more than a sign company to rebrand your organization’s signage. Here’s why

Friday, November 13, 2020 | Robert Sokoloff

Brand Implementation Technology & Tools Signage Implementation

A rebrand is a major undertaking, one that involves a plethora of stakeholders, interdependencies, and logistics. And nowhere is all that complexity more apparent than when it comes to signage. Far from “just putting up new signs,” you must contend with a host of complexities in order to convert…

How to use marketing technology to optimize your brand and marketing operations in 2021

Wednesday, November 4, 2020 | Ed Burn

Brand and Marketing Operations Brand Consistency Marketer's Brand Implementation FAQs

Your marketing technology (MarTech) stack is critical to your organization's success. It’s what enables you to efficiently manage your brand, leverage existing content, coordinate and execute campaigns, and attract and convert customers in an increasingly complex marketing environment. Yet putting…

How to build a rebrand budget that fits your organization’s capitalization policy

Thursday, October 29, 2020 | Eli Greenspan

Rebranding Implementation Budgets

A rebranding project is a major lift — one that reaches into every corner of an organization. So it’s no wonder that these big projects typically come with equally big price tags. In fact, the first major hurdle in any rebrand is hammering out a realistic budget that garners executive buy-in and…

How to build a corporate rebranding plan

Sunday, October 25, 2020 | Philip Guiliano

Corporate Rebrand Implementation Rebrand Implementation Strategy

Is your team evaluating of a corporate rebranding decision? If so, now is the time to begin planning for your potential brand change. This holds true whether you were instrumental in making the decision to rebrand, or if the rebrand mandate came from the CEO and/or Board as part of an M&A transa…

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